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Optimize your Content - SEO Your Site
 

Optimize your Content - SEO Your Site

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Optimize your content as you add it p tips and checklists for Video, Press Releases, Blog Posts, Job Listings, etc.

Optimize your content as you add it p tips and checklists for Video, Press Releases, Blog Posts, Job Listings, etc.

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    Optimize your Content - SEO Your Site Optimize your Content - SEO Your Site Presentation Transcript

    • The Art of Optimization
      SEO The Crap out of Your Site
      Caitlin Kaluza
      Search Engine Marketing Manager at Schipul
      @qcait
      caitlin@schipul.com
      #schipulcon
    • Content is King
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/cheesebikini/5870360995
    • What We’ll Go Over
      General Tips for Adding New Content
      SEO Tips & Checklists for Adding
      Video
      Press Releases
      Photo Albums
      Job Listings
      Blog Posts
      @qcait // #schipulcon
    • General Tips
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/peyri/18102850
    • SEO Tips for New Content
      Fresh, Unique Content is good for Search Engines & Visitors
      Search Engines are Deaf & Blind
      Location Targeting
      Avoid Duplicate Content
      Cross Link
      @qcait // #schipulcon
    • Idea Generation
      Goals
      Audience
      What’s Working?
      Link Bait
      Top 10 Ways to…
      Hot Topics/In the News
      Infographics
      How To/FAQs
      @qcait // #schipulcon
    • Video
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/fboyd/5982214447
    • Video Stats
      3 Billion Number of videos viewed on YouTube per day (YouTube)
      90% Percent of IP traffic that will be video by 2013 (Cisco, 2009)
      38%Percent of Google Universal Search results that include video (Comscore, 2008)
      40%Percent higher CTR of video thumbnails vs. links (aimClear study, 2011)
      Search Engines tend to crawl video sites faster
      @qcait // #schipulcon
    • YouTube Basics
      Title - 100 characters
      Video name| service/category | name of company
      Description - 5,000 characters
      Make it Informative, include link back to site
      Tags - 120 character limit
      Thumbnail – Choose 1 of 3 options
      Tip: Choose a face over text
      Time – Keep it around 2 minutes
      @qcait // #schipulcon
    • YouTube Advanced
      Create Playlist with description & tags
      Add Closed Captions
      Keyword Research
      @qcait // #schipulcon
    • Vimeo
      High quality, No time limitations
      Audience
      ~10% market share
      Demographic: 20-35, male
      “Artist community”
      Cross Post
      @qcait // #schipulcon
    • Post to Your Site
      Create a page with Embedded Video
      Submit a video sitemap
      @qcait // #schipulcon
    • Video Checklist
      • SEO Friendly Title
      • Description includes keywords & links back to site
      • Tags
      • Closed Captions Added
      • Embedded on your site as well
      @qcait // #schipulcon
    • Press Releases/News
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/caseydavid/5962581723
    • Press Release
      Free vs. Paid
      PitchEngine $29 (discount for nonprofits)
      PRWeb ~$140
      Choose Locations Wisely (up to 3 cities)
      Including link backs
      Most allow up to 5
      Can usually include Social Media also
      Most sites include analytics
      @qcait // #schipulcon
    • @qcait // #schipulcon
    • Timing
      Submit 3 Business Days Before Release Date (requires review)
      Also post on your site on release day
      Fridays bad, Mondays good
      @qcait // #schipulcon
    • What About Duplicate Content?
      Google recognizes non-malicious duplication, i.e.:
      Print-only & mobile versions of web pages
      Press Releases & Articles
      Google groups duplicate content into one cluster
      Selects the “best” URL to represent the group
      Consolidate properties of the URLs in the cluster, such as link popularity, to the representative URL
      @qcait // #schipulcon
    • Press Release Checklist
      • SEO Friendly Title
      • Use Tags
      • Include link backs + Social Media links
      • Post on your site as well
      @qcait // #schipulcon
    • Online Photo Albums
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/manannan_alias_fanch/217562237
    • Photo Content Tips
      Tell a Story
      Tag Lots of People
      Make People Look Good
      Link Back to your Site
      Follow up an Event with Photos
      @qcait // #schipulcon
    • More Technical
      Use Unique Descriptions
      Size for web with Photoshop or Picnik.com
      File Name
      Black-cat-with-camera.jpg > DCIM10347.jpg
      Google assumes a JPG is a photo, GIF/PNG is a graphic
      @qcait // #schipulcon
    • Creative Commons
      Licensing beyond “All Rights Reserved”
      Allow sharing, with attribution – your photos go further
      Learn more at creativecommons.org
      @qcait // #schipulcon
    • Photo Album Checklist
      • SEO Friendly Title
      • Description includes Keywords & Links Back to Site
      • Each Description is Unique
      • Use Tags
      • Filename Includes Text
      @qcait // #schipulcon
    • Job Listings
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/paulk/5217304095
    • How Do Job Candidates Search?
      @qcait // #schipulcon
    • Job Post Checklist
      • Include keywords pertinent to your industry
      • Include generic words like “job, career, employment”
      • Include location name
      • Text is better than a PDF
      @qcait // #schipulcon
    • Blog Posts
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/badjonni/472004287
    • Wordpress SEO Tips
      >>Tip: schedule posts
      Wordpress SEO Plugins
      • Google Analytics
      • Yoast SEO
      • Yet Another Related Posts Plugin
      @qcait // #schipulcon
    • Blogging Checklist
      • SEO Friendly Page Title
      • Meta Description & Keywords
      • Headings – Heading 1, Heading 2, Heading 3
      • Include keywords (“fancy text”)
      • One and only one H1 per page
      • Alt Tags for all Images
      • Put copy in both Title and Alternate Text
      • Cross Links to other pages on your site
      • Link includes keywords
      @qcait // #schipulcon
    • A Few Last Notes
      @qcait // #schipulcon
      Photo credit: flickr.com/photos/what_i_see/1832880392
    • Timing
      Post Content Regularly
      Consistency > Frequency
      Tip: Create an Editorial Calendar
      Have one person own it who delegates as needed
      Google Docs makes easy sharing
      @qcait // #schipulcon
    • Where to Share
      Google & Bing Incorporate Social Signals
      Must be public, i.e. Twitter, Facebook Fan Page
      Don’t be afraid to share twice
      First: Announce new post
      Second: Pull outa quote or fact
      @qcait // #schipulcon
    • Thanks! Questions?
      Caitlin Kaluza
      Search Engine Marketing Manager
      Schipul – The Web Marketing Company
      @qcait
      TheSEMBlog.com
      @qcait // #schipulcon // http://bit.ly/schipslides